Here’s the latest example in a long list of doom and gloom articles about the imminent demise of Facebook marketing. In fact it seems to have become fairly trendy to prophesize the end of the social media platform as a viable online marketing tool. A recent Social Media Examiner survey found that while 89% of marketers used Facebook for marketing purposes, less than half thought it was effective. So, is the sky falling for Facebook?
Many of these naysayers are the very people who were claiming that Facebook was about to usher in a golden age of social media marketing just a few years ago and are now putting the worst possible face on the fact that it probably won’t live up to overly unrealistic expectations. Their concerns for promotion, target audience exposure and overall effectiveness are legitimate but shortsighted in many ways. A Facebook where all ads and promotional posts could reach every person they were intended for is a Facebook were everyone’s personal feeds would spin like the numbers on a slot machine due to the sheer amount of ads being pushed through.
Facebook is not a perfect marketing platform. This is due in large part to the fact that Facebook’s primary use is not marketing. It’s about connecting with family, friends and acquaintances. Facebook, and social media marketing as a whole, is a new and highly nuanced field that has both potential and pitfalls. Those who wanted a cheap, easy cure-all for audience outreach will be disappointed but at the same time we have to remember that we haven’t realized its full potential and only just started to figure out how to reliably determine its ROI.
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